Minority influence

• consistency

  • minority remains consistent in the beliefs/attitudes they want the majority to adopt
  • e.g. all of minority are consistent in their view
  • e.g. minority remain consistent over time
  • can be enforced by minority continuing to repeat the message
• flexibility

  • minority are prepared to adapt their view and accept a reasonable counter argument
  • involves accepting compromise to their desired behaviour
• commitment

  • minority show their dedication to the cause, which may involve making personal sacrifices or investments
• Minority influence- social change processes

  involves a number of steps - 1

  1. Drawing attention- minority draws majority's view to their cause (e.g. campaigning, leaflets, social media)
  2. Consistency- minority must remain consistent in their view to be taken seriously by the majority
  3. Deeper processing- majority are forced to examine minority view bc it conflicts with their belief system- either internalise or dismiss it
• Minority influence- social change processes

  Involves a number of steps - 2

  4. Augmentation principle- if minority makes sacrifices seen as more committed & taken more seriously by majority

  5. Snowball effect- minority gradually increases its membership & once they reach a 'tipping point' become majority

  6. Social cryptoamnesia- source of social change is forgotten by members of society
• supported by Moscovici's original study

  • Ps viewed a set of blue coloured slides which varied in intensity and were asked to state whether they were green or blue
  • In the groups of 6, 2 were confederates who consistently said the slides were green
  • Real Ps gave the wrong answer on 8.4% of trials compared to 1.25% when minority was inconsistent in their view
  • Supports consistency is an important characteristic minorities need in order to be effective at promoting change
• supported by real world examples of minorities making sacrifices for their cause and then becoming successful

  • e.g. the Suffragettes maintained their position for over 15 years and remained consistent in their argument of the right of women to vote, even when faced with imprisonment & death by hunger strike
  • as a result, the majority is more likely to takes the views of the minority seriously & be affected by them
• X=the effects of minority influence on social change processes may be indirect and not a significant cause

  • Nemeth argues this is indirect as the majority are only influenced by matters related to the issue at hand and not the central issues the minority are attempting to change
  • effects may also be delayed and not be seen for many years